Publications

29 Oct 2013
News

Sheila Marmon

15 Jul 2021
News

Debate over Photo Voter ID Laws Is Enduring – And Complex

18 Jan 2011
News

Coca-Cola studies Expedition 206, cites need to "let people participate"

19 Dec 2016
News

Make the US an Attractive Choice for Manufacturing

27 Jul 2009
Research & Ideas

Social Network Marketing: What Works?

it's important to understand both who influences purchase decisions in online communities and which groups of users can be influenced. “Viral campaigns truly leverage the network aspect of these social networking sites.” "By understanding... View Details

Keywords: by Sarah Jane Gilbert; Advertising; Publishing; Retail

2017
Other Teaching and Training Material

Organizational Behavior Reading: Leading Organizational Change

By: Ryan Raffaelli

This reading combines conceptual frameworks and research-based knowledge to provide practical guidance about how to lead organization change. The essential reading outlines key choices leaders must make when managing a change and the common traps that can cause a... View Details

Keywords: Leading Change; Organizational Change and Adaptation; Change Management

2008
Book

Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers

By: Gerald Zaltman and Lindsay Zaltman

Why do advertising campaigns and new products often fail? Why do consumers feel that companies don't understand their needs? Because marketers themselves don't think deeply about consumers' innermost thoughts and feelings. Marketing Metaphoria is a... View Details

Keywords: Advertising Campaigns; Nonverbal Communication; Customer Satisfaction; Books; Marketing Strategy; Product Launch; Consumer Behavior; Failure; Nonprofit Organizations; Behavior; Emotions

Find at Harvard

December 1992
Case

Du Pont: Corporate Advertising for 1992

By: Stephen A. Greyser and Norman Klein

Describes Du Pont's 1992 corporate advertising campaign, and its objectives and key messages. The campaign is set in the context of Du Pont's historical corporate positioning ("better things for better living"). Includes target audiences, budget considerations, and the... View Details

Keywords: Advertising Campaigns; Brands and Branding; Marketing Communications; Marketing Strategy; Corporate Strategy; Chemical Industry

Find at Harvard

22 May 2012
News

Bono, Facebook and the Challenge of Following the Jesus of the Poor

07 Apr 2016
News

Brief, face-to-face canvassing reduces transgender prejudice, study says

Advertising's New Medium: Human Experience

Standard ad messaging and conventional creative executions and placements are rapidly becoming outmoded. To win consumers' attention and trust, marketers must think less about what advertising says to its targets and more about what it does for them. Rather than... View Details

October 2000 (Revised January 2002)
Case

Individual and the Corporation, The: Kathy Levinson and E*TRADE (A)

By: Joseph L. Badaracco Jr. and Susan Harmeling

Kathy Levinson, the president and COO of ETRADE and a lesbian mother of two children, must decide whether and how to participate in the "No on Knight" campaign. The campaign opposes California ballot proposition 22, which requires California to recognize only marriages... View Details

Keywords: Conflict of Interests; Leadership; Managerial Roles; Values and Beliefs; Decision Choices and Conditions; Gender; Diversity; Financial Services Industry

March 2018
Teaching Note

Making Target the Target: Boycotts and Corporate Political Activity (A) and (B)

By: Nien-hê Hsieh and Victor Wu

Through the challenges facing Target, the case examines the ways in which corporations can become involved in political and legislative debates and processes, ranging from campaign contributions to lobbying. In 2016, Target CEO Brian Cornell must determine how to... View Details

October 2008 (Revised November 2009)
Case

Obama versus Clinton: The YouTube Primary

By: John A. Deighton and Leora Kornfeld

What was the role of the Internet in the contest for the Democratic presidential nomination between Senators Obama and Clinton? How does the role change in the shift from the Primary to the National election? The case examines media and content choices by each... View Details

Keywords: Political Elections; Knowledge Use and Leverage; Marketing Channels; Media; Internet; United States

05 Sep 2016
News

3 Reasons Why Trump Needs to Start an Advertising Blitz

February 2018
Case

Whole Foods and JANA Partners

By: Suraj Srinivasan and Quinn Pitcher

In 2017, JANA Partners decided to launch an activist campaign at struggling supermarket chain Whole Foods Market. The company had struggled for the past several years, and JANA thought the presence of new directors could help turn around its operations, while Whole... View Details

Keywords: Corporate Governance; Information Technology; Institutional Investing; Investment Activism; United States

March 2016 (Revised March 2022)
Teaching Note

Evive Health and Workplace Influenza Vaccinations

By: John Beshears

Evive Health is a company that manages communication campaigns on behalf of health insurance plans and large employers. Using big data techniques and insights from behavioral economics, Evive deploys targeted and effective messages that improve individuals' health... View Details

January 1991
Case

Volkswagen of America: Audi 5000 (A)

By: Stephen A. Greyser

Audi marketing executives and their advertising agency colleagues must decide which of several advertising executions should be employed for the introductory campaign for the Audi 5000, their new car entry scheduled to replace the Audi 100LS in the United States in the... View Details

Keywords: Advertising Campaigns; Brands and Branding; Marketing Strategy; Product Launch; Auto Industry; United States